Founder of the Brand Group LA, Miss Diddy, has defied the odds as a young black woman making strides in a male-dominated space. Here, she advises what strong lifestyle brands need to do to balance tradition with trends.
She may not have been officially appointed, but branding genius and lifestyle specialist Miss Diddy has more than earned the title of ‘Ambassador of LA.’ Born and raised in Compton, the southern Los Angeles city that has produced household names like Serena and Venus Williams, Kendrick Lamar, Snoop Dogg, and Anthony Anderson, Diddy has carved out her own impressive lane as the go-to expert for celebrities and brands who want innovative marketing strategies.
Her resume certainly backs that up. Just last year, Diddy gracefully juggled event management projects with the Mountain Dew x Kevin Hart partnership and the official Atlantic Records album release event for the late great Nipsey Hussle’s ‘Victory Lap’ album, hosting a star-studded dinner and a rooftop album party at the same venue on the same night, just hours and floors apart.
Still, she’s able to maintain a genuine relationship with her audience in a way that’s sometimes a challenge for bigger brands where the people making marketing decisions are often disconnected from the black millennial market they want to reach. Diddy still has a direct line to that audience because she sees herself in them. “I am my audience. I’m still that little Black girl from Compton that is trying to figure it out. I’m still that girl, just on a different scale,” she said.
Diddy cites her partnership with Adidas as a perfect example: “I really love Adidas. I love to wear Adidas. I love their stretch pants and their tracksuits. I love everything about it. So, when Adidas approached me to do a women’s event, I said yes, because I’m emotionally attached to it. I think that you lose authenticity and a genuine audience if you’re not connected,” she noted.
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